What I’ve learned from building a business in the lash industry

The lash industry is such an exciting space to be in, but let me tell you - it’s not all about the perfect fan or flawless lash mapping.

Building a business in this space has taught me lessons that go far beyond technique.

If you’re just getting started, these starting a lash business lessons will save you from my early mistakes.

From understanding people to learning how to stay true to myself while reaching my goals, this journey has been as much about personal growth as it has been about perfecting my craft as a lash artist.

Here are some of the most important lessons I’ve learned inside the lash industry:

Customer service is everything

Beautiful lashes may get a client to book an appointment, but using precision tools like Straight Isolation Lash Tweezers—paired with stellar customer service—keeps them coming back.

I’ve learned that creating an amazing experience is just as important as creating a stunning lash set. From the moment a client books until they walk out the door, every detail matters.

A warm welcome, genuine conversation, and thoughtful touches (like making sure they’re comfortable during the appointment) can transform a one-time visit into a loyal advocate for your lash business.

A wise thought: Treat every client like they’re your only client. People will remember how you made them feel, not just how their lashes looked.

 

Communication builds relationships

This industry is so much more than just lashes; it’s about people. I’ve found that being open, honest, and approachable is key to building trust with my clients.

Whether it’s explaining how to care for their lashes or simply checking in to see how they’re feeling during the appointment, great communication builds a foundation of trust and loyalty.

 And that loyalty is priceless—it’s what turns clients into lifelong supporters of your lash salon.

A wise thought: Listen first, speak second. People love to feel heard, and the relationships you build will be the backbone of your business.

 Be authentic and don’t try to hard to blend in

When I first started, it was tempting to try to fit into what I thought a lash artist “should” be.

But here’s the thing: the more I leaned into being myself, the more I stood out. Authenticity is magnetic. People are drawn to businesses (and people) that feel real.

I’ve learned that it’s okay to have your own vibe, your own style, and your own way of doing things. In fact, that’s what makes your lash business unique.

A wise thought: Stop trying to fit in. Your authenticity is your superpower.

 

Vision shapes your lash brand

If you don’t know where you’re going, it’s easy to get lost.

Having a clear vision for your lash business is like having a roadmap - it guides your decisions, your branding, and even your daily work.

For me, my vision has always been about elevating the client experience and empowering other lash artists.

That vision has shaped everything from the way I communicate with clients to the products I use and recommend.

A wise thought: Know what you stand for and where you want to go. Your vision will set you apart and keep you focused.

Artistry and business are two different things

This was one of the hardest lessons for me to learn.

Being an amazing lash artist is one thing, but running a successful lash business is something entirely different. Pricing, marketing, scheduling, and finances—these are all part of the package when you’re building a business.

I had to embrace it, even when it felt overwhelming. Because at the end of the day, a thriving business allows you to do what you love.

A wise thought: Don’t neglect the business side of things. It’s just as important as perfecting your craft.

Celebrate small wins

In this industry, it’s easy to focus on what’s next - more clients, bigger goals, new techniques.

But I’ve learned that celebrating small wins along the way is so important.

Whether it’s getting a glowing review, mastering a new technique, or just having a really great day with your clients, those moments matter.

They’re what keep you motivated and remind you why you started in the first place.

And when bookings dip, use this guide to grow your lash business during slow months without stressing.

A wise thought: Take time to celebrate your progress. Every win, no matter how small, is a step forward.

The bottom line

Building a business in the lash industry has been one of the most rewarding and challenging journeys of my life.

It’s taught me so much about people, about resilience, and about myself.

If there’s one thing I hope you take away from this, it’s that success isn’t just about how good your lashes look.

It’s about the connections you make, the vision you have, and the way you show up for yourself and your clients every single day.

So whether you’re new to the lash industry or looking to take your salon to the next level, remember: you’ve got this. Keep learning, keep growing, and keep creating.

About the author

Written by a multi-award-winning lash artist, international judge, and trusted lash educator at The Lash Box Shop.

With years of experience helping lash artists improve their speed, confidence, and retention techniques—both in-person and online.